What Is Behind the Tipping Point Mechanism?
نویسندگان
چکیده
Group purchasing sites have recently gained tremendous popularity on the Internet. Besides the collective buying model, the leading website, Groupon.com, also introduces a tipping point mechanism to the U.S. e-market. The current study creates a theoretical model that integrates the theory of mind with models from e-commerce research to further study the buyer’s decision making influenced by a shopping group. We find that the buyer’s satisfaction with price discounts, their expectation of quality, and group inference have significant positive effects on the buyer’s purchase intention. The findings provide several constructive implications to practitioners as well.
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